How To Cut Costs and Get A Better Response

I’ve been asked, “How can I cut costs and find a more practical way to get my target market to respond to my direct marketing campaigns?”

First, determine who your best customers are, then target direct marketing efforts at companies who are similar.

Rank current customers by three criteria:

• How much revenue do they represent over time?
• How profitable might each customer might be?
• How well do their needs “fit” what you have to offer?

Then look for similarities among the unique attributes of these top customers.

• What industries are they in?
• What is similar about how they use your products?
• Are they large, medium or small?
• Where are they located?
• Who are the key decision-makers and what are their titles?

Then buy some outside lists of companies and contacts that match and add them to your direct campaign. Focus your marketing with these direct marketing strategies and you’ll improve the overall quality of your campaigns. And remember, test everything.